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Advertising Week 2013 is upon us. This Monday marks the beginning of the annual week-long gathering of advertising and digital media industry folks in New York City to talk about all things huckster. With 90,000 attendees coming from all over the world to participate in more than 200 official panels and events, Advertising Week can overwhelm even the most seasoned conference goer.

Fear not, though. Digiday has put together this list of tips and guidelines for you to best navigate — and survive — this year’s Advertising Week.

1. Mentally prepare yourself for the hell that is Times Square. Accept that it is out of your control, and make peace with it. Just remind yourself you won’t have to go there again until next year — unless your offices are in 10036 zip code, in which case, our heartfelt condolences.

6. Bring a tote bag — you too, guys, canvas totes are totally unisex — you will want to be able to discreetly snag as many useless goodies as possible. Sometimes there are some real gems in those swag bags.